A U.S.-based vCE Charter Study of 12 national advertisers found that 72 percent of Charter Study campaigns had at least some ads running next to content deemed not brand safe by the advertiser. In total, the findings showed that 141,000 impressions were delivered across 980 inappropriate sites to 92,000 individuals. This type of unsafe delivery has the potential to erode brand equity, damage the relationship with the consumer and decrease sales over time.